Jargon isn't the problem and 'Plain English' isn't the answer
About this time every year the Plain English Campaign has its gobbledegook awards. It goes roughly like this: they pick some prize pieces of incomprehensible twaddle, which fill some easy column inches...
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No, I don't want to see your brand dodecahedron
Brand strategy has puffed itself up to be so important it’s put on a pedestal, and it’s high time we knocked it off. Let’s drop the diagrams and faux-strategy once and for all. We’ve all been there....
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